UK internet users are more open to switching brands when a new product is launched than consumers around the world, new market research has found.
The Nielsen Global Survey of New Product Purchase Sentiment also revealed that Britons appear more willing to take the plunge than consumers globally and invest in a new product as soon as it is launched.
Just over half (52%) of UK web users say they will not buy an innovative new product until it has proven itself, compared to six out of 10 (60%) consumers globally and 58% of consumers across Europe.
More than 29,000 internet users in 58 countries were questioned for the study, which also revealed four out of 10 (40%) Britons say they prefer to buy from a UK brand than a large multinational firm.
Meanwhile, the Nielsen report found that online research is one of the main ways that UK web users find out about new products.
Around one in five (19%) said internet searching is their single most important source of information on new products, while other popular sources were TV ads (25%), free samples (21%), friends or family (16%) and in-store information (12%).